As a business it is imperative to keep up with the new technologies that are introduced to maintain customer interests. Although it can be difficult to keep up, new methods of collecting information can serve as a major advantage when used correctly.

Word of mouth is a powerful tool and friends recommending potential clients is a big part of new business acquisition. Now, thanks to the Internet, potential clients can read reviews of happy clients who have reviewed a certain firm. This broadens the possibility of significantly earning new quality cases. These review websites will help maintain, grow, and preserve the reputation of any legal niche.

1. Consumer Reports

Consumer Reports is a company built to keep records of reviews for its clients. Customers of this business rely on them for advice on the best product or services on the market. This business began assisting customers in creating the right buying decisions in 1936 and has since grew vastly. For any business, this site is a good tool for exposure, as it is a trusted company.

2. Angie's List

This is a wonderful resource of reviews because of the security benefit this company offers. Customers who leave reviews on this site are paying a membership fee, so reviews are more likely to be honest. Another great feature Angie's List is that it offers is the ability to respond to reviews left by customers on the website, a huge benefit for a growing business to defend it's reputation.

3. Zomato

Zomato is geared towards business in the food business. The company has grown rapidly in the last seven years because of the features it provides. It is search engine optimized, so customers can easily find products through the web. They also keep reviews organized buy including reviews from different websites.

4. Your Law Firm Website

A law firm can incorporate reviews on its own website. This method isn't as lucrative as the other methods mentioned because customers will know a company will never say anything to tarnish its own reputation, but it is best to exist in every avenue to get the best results. This also serves as a means to build evergreen content on the website, which can help facilitate your SEO objectives.

5. City Search

For small law firms, this website can be a smart choice. City Search brings up local results, allowing customers close by to conveniently reach products and services.

6. Insider Pages

This website, founded in 2004, also drives customers in locally. Insider Pages' reputation has grown rapidly and it is a good tool to use along with other sites.

7. Facebook

Facebook is ranked number 2 in the world for customer visits. Not using this platform to promote ones law firm is a major weakness for law firm web marketing. A large audience can have access to a businesses reviews and customers can also see how their "friends" view the product or service.

8. Google+

Google is the most visited site in the world. Using SEO local results can put a company's web page high in the ranks where customers can view product services. Google+ can tie it all by blending social media and the methods mentioned earlier.

9. Yahoo

Yahoo is not as big as google, but comes in second which is magnificent. They are an enormous company with many followers. Businesses should take advantage of this.

10. Better Business Bureau

When a possible customer visits a new or unfamiliar website the chances are they will check if a business is Better Business Bureau certified. This is not a necessity for a business to become qualified, but it is a strong reputation builder in the eyes of the consumer.

Staying up to date with positive reviews on these sites can increase sales and improve customer service of a business.

Every two years, Moz interviews some of the best minds in the SEO industry concerning the future of search engine optimization and how Google's ever changing algorithm is influencing it now and in the future.

This time, there are a handful of useful insights we can gather from the latest survey by Moz on 2015 ranking factors. In addition to this, the survey also touches on how Google's algorithm features are expected to change in the next 1 year.

Foundational Factors of SEO

Of course they still had to touch on the same ranking factors that we're all familiar with. These include mobile friendliness, analysis of site pages, usage of data (CTR), readability and design, influence of structured data on serps, app popularity, site speed and many more.

Of all the ranking factors that were taken into account, the survey projected that some factors would remain constant in the next one year. These included topical relevance of links, quantity of paid results on serps, social signals, presence and prominence of ads over content, raw domain authority, internal links and many more.

The survey also predicted that the effectiveness of paid links and influence of anchor text would decrease. Nevertheless, all the factors that Google's algorithm touched revolved around user friendliness. So the general consensus was that the search engine was more concerned with user experience than anything else. That's the reason it touched heavily on mobile friendliness, perceived value, readability and many more.

Specific SEO Ranking Factors

On a scale of 1-10 (Least relevant to most relevant), below we outline several specific ranking factors that impact Travers City SEO in 2015.

On-page keyword optimization

On-page SEO is concentrated on particular keywords placed on some parts of the HTML code. When it comes to on-page optimization, keywords put in title elements still maintained an influence of 8.34. On the other hand, keywords incorporated into specific parts of HTML elements maintained a relevance of 4.16.

Domain-level keyword features

These are features that deal with how keywords are used in the domain and sub-domain names, plus how they're likely to affect ranking. Keywords incorporated in the exact match domain had relevance of 5.83, while keyword in the domain extension had 2.55 only.

Link metrics for individual pages

This has to do with metrics concerning various pages of a website. These include page rank, number of inbound (backlinks) and outbound links and many more. In this study, it was found that raw quantity of in-bound links from high authority sites had a relevance of 7.78, while external links pointing back to a page had a relevance of 3.85 only.

The uniqueness of a page had an influence of 7.85, while pages that featured open graph data maintained it at 3.64.

Qualities of branding & brand metrics

The search volume of the brand or domain showed a relevance of 6.54, while social media pages for popular businesses fell at 3.99 relevance.

Page social features

This part studied third-party metrics related to social media sites like Facebook, Twitter, Google+ and many more. The survey found that content engagement stood at 3.87 on average, while up-votes on particular site pages on social media maintained a relevance of 2.7.

The future of SEO

These SEO experts were asked to give their views on anything they thought would come up and influence ranking. Some of the sentiments worth noting are summarized below:

The app world will be noticed by Google. For instance, if a webmaster had a popular app that was relative to their competitor, Google wouldn't hesitate to notice it.

Mobile-friendliness will increase, together with directly or indirectly related factors.

User location may influence mobile serps. On the other hand, connected devices like watches and cars would allow voice search.

These factors, plus many more, make the world of SEO and ranking now and in the next 12 months. Therefore, with this information, webmasters can fine-tune their site resources to maximize on these changes and also stay out of the way for possible penalties.

The best SEO practices change constantly. Today, law firm SEO is focusing more on social media engagement and real marketing. That means, keyword optimized web pages and automated link building tactics have become obsolete and social integration has become more prominent.

If you want to attract real audience and establish real connections, your law firm SEO strategies must be focused on legitimate marketing principles. In a simple meaning, you must give importance on high quality content and social media engagement. Here is an analysis of a few marketing strategies that you can create for your law firm.

Google Plus Social Presence

Social media is very powerful and they have significant role in the future of your law firm SEO strategies. Google plus is one of the most important social media that your firm must address. Google Plus plays a huge role in the organic search results of Google.

Therefore, you need to establish the Google Plus presence of your law firm as soon as possible. You will surely get more quality followers from Google Plus. If you can make more influence on search results, you can achieve your goals very easily. At the same time, you should also concentrate on promoting your law firm through other social media networks such as Facebook, Twitter, LinkedIn, etc.

Content And Appeal of Website

You must treat the content and appearance of your law firm website judiciously. It must range from images to copy. You must create a strong sense of overall perception and motive behind your target search market. You need to understand the purpose of your website.

This will help you to create a conversation-oriented content, which helps to get strong cases. You must also evaluate the overall layout and design of your website. The design must be SEO friendly, up-to-date and highly attractive to the users.

Create Solid Content Marketing Strategies

You need to create a solid content marketing strategy with diverse content portfolio. Articles, press releases and blogs are primary forms of link building. Besides these, you must engage in rich media content such as infographics, videos and podcasts.

You can also make creative for your law firm. Then, try to build a plan, which is well in-line with your target audience. The strategies must also incorporate the media capabilities of your law firm.

Carve Your Niche

The legal market place is highly competitive. Therefore, it is not good to speak to masses. Instead, you can focus on carving a niche in your specific area of practice. If you get potential clients, you can earn more respect.

This is the outcome of higher quality cases and referrals. You may be well educated, but at the same time, you need to build a powerful reputation to succeed in this field. You need to prove your expertise in your area.

Internet marketing will help you to create a high reputation. A catchy headline, few introductory sentences, useful information, etc are the elements of great content. You can start with 10 or more articles that really uphold the fundamental believes of your firm.

These can be a combination of text, video, audio, etc. You must select the right format that your audience prefers. You must also create well-focused content for your landing pages. A great intro can attract lots of audience. The marketing game of law firms has changed drastically with the web. So, create tools and innovations to achieve great returns with respect to your lawyer SEO and web marketing strategy.

The primary purpose of any social media presence for a small or medium business is to give your business an online voice and face. These days, people love interacting with companies they patronize.

This isn’t a phenomenon reserved for large corporations or celebrities. With huge expansion of social media platform, having your law firm's profile on websites such as Twitter, Facebook, Tumblr, Pintrest, Instagram, and many others is simply no longer an option.

It has now become an important part of your overall branding efforts and achieving more visibility and a wider brand recognition, which is so important to ongoing viability of your law firm web marketing plan. However, these social media platforms can also help you achieve many other vital things as well, including SEO (more on that below.)

Why Your Local Business Needs a Social Media Presence

For small and medium companies, social media can surely help you establish long-term relationship with customers. With social media, you get a perfect and cost-effective way to communicate with your customers in a way which was never feasible before.

It also provides you with a very inexpensive, and near instant way to keep your target audience abreast of new products, social events, special sales and more. It also provides more exposure to your business and provides a way for your customers to become more acquainted with it. Many studies in the past have shown that customers spend considerable time researching a company online before they every decide to buy from them.

Leveraging the Power of Local SEO

The purpose of SEO is quite different from social media. The main focus of SEO is to boost website ranking on big search engines which increases online visibility and leads to more traffic to the website and ultimately create more sales.

For small companies, local SEO has much more significance than non-local SEO as most of their customers are comprise of those who reside in and around the place where the business’s physical location is. This means that SEO techniques used by local businesses must be focuses on this particular target audience.

How Social Media Impacts Local SEO?

While SEO and social media are mentioned in tandem, the reality is that these two terms refer to two separate functions. However, the reason whey they’re mentioned together is that there are multiple overlaps between the two.

The reason why many SEO agencies recommend small and medium businesses to enhance their social media presence is because it helps in enhancing their online visibility and search engine rankings. Many SEO experts believe that Google and many other search engines take into account how popular your social media presence is in order to ascertain how important your site is and where it should rank on tier result pages.

The theory proposed by these Traverse City SEO experts is that businesses with more Facebook likes, larger 1’s on Google, or larger Twitter following are more favored by search engines because they’re viewed as more popular with the visitors and therefore provide a more valuable information.

These experts take it a step further by stating that Google and many other search engines also scan for online mentions on different social media sites, known as co-citations. The more co-citations or mentions a company has, the better they can on various search engine results, including local search engines. This surely makes having a rock solid social media presence even more important to small businesses than every before.

Long-believed to be a critical element in the process of SEO, backlinks are considered a dirty word for many marketers, specifically due to Google's changing policies in regard to link building. Backlinks are an important indicator of authority, allowing Google to determine a website's value, and whether or not it delivers the information users are looking for.

Yet backlinks can be tricky, and webmasters need to rethink their link-building strategy in order to get their websites ranked higher. Unnatural links obtained from link schemes can do more harm than good, offering short-term results that make websites vulnerable to penalties imposed by Google.

And if you are not the one trying to acquire unnatural links, there's another and oftentimes much scarier premise: your competitors are submitting links to your website across the Internet to land you in the penalty jail. That's why doing back link audits periodically can help you identify bad backlinks and take further action to remove them.

Backlinks Site Audit Process

The guide below shows you the process of doing a backlink site audit, as well as the variables to take into account in order to ensure that all of your links are completely natural.

Step 1. Find a suitable backlink checker. The most popular tools available for auditing your backlink profile are Ahrefs.com, Majestic SEO and Open Site Explorer by Moz. However, you will need to get a paid monthly subscription to get access to all of your backlinks and easily export them in a CSV file format.

Step 2. Once youíre found the desired tool, enter your website URL in the designated field, and wait for it to parse the data.

Step 3. Take the time to review the various information gathered by the tool. Regardless of the SEO back link checker you use, the report should be pretty much the same in terms of elements included: number of backlinks, number of referring domains, anchor texts, URL rating, domain rating, referring pages, and more. While they are all important, only a few of them will directly impact how your website ranks in search engines and these are:

Anchor Text Ratio

The anchor text is a text that webmasters use to embed clickable URLs in. Most of the time, anchor texts are keywords instead of random phrases, and the more competitive these keywords are, the higher the website will rank for them.

In essence, if someone links back to your website with the anchor text, say, best digital marketing agency, this tells search engines that your website is very relevant to that keyword, so it will rank higher for it. Look at the anchor texts included with your backlinks if they are highly relevant, that's good, but if they seem randomly choose, have them changed or completely removed.

Relevancy of Referring Sources

Are the referring sources relevant to your website or niche? If you have a website about shoes (and implicitly, in the fashion industry/niche), relevant backlinks should be coming from websites in the fashion industry as well.

This shows search engines that you have authority in your niche, helping you get at the top of search engines. If you spot a backlink in, say, automotive industry, itís not relevant, and it may actually hurt your rankings instead of helping you rank higher.

Domain Authority of Referring Sources

Domain authority is the most important factor included in Googleís ranking algorithm, and it is calculated based on different variables such as the number of relevant backlinks you have, relevancy of referring sources, and more. The domain authority ranks site on a 100-point scale, so the closer you are to 100, the more authoritative your website is (and the higher it ranks in Google).

To determine the domain authority of your referring sources, simply copy and paste the root domain name in another browser tab with the same backlink checker opened. If a website with a high domain authority links back to you, it means that your content is of a very high quality and likely meets Google's Webmaster Guidelines, thus giving you a boost in search engine rankings.

Social Credibility of Referring Sources

The modern era of information technology is dominated by social media, and websites with a good presence on social networks are usually given more weight in SERPs. A good presence on Facebook, Twitter, Google+ and other platforms shows search engines that your content is appreciated by your audience, thus ranking your higher.

Take the time to analyze the social credibility of your referring sources. Never let the number of likes, shares, tweets or +1s fool you many companies purchase them in 10,000-for-$10 packages, so they're of a very high quality despite the huge number. Instead, look at user engagement: how often do customers post on the company's social profiles, and how much overall activity does it have?

Final Word About SEO Site Backlink Audit

These are just a few of the things to keep top of mind when doing a SEO site backlink audit. Make sure to copy and paste bad backlinks in a separate document, so you can create a disavow file to submit to Google Webmaster Tools and have those hurtful links removed. This will increase your authority and help your website rank significantly higher, giving search engines no reason to ever penalize you.

Anyone law firm that uses SEO to promote their legal services is well aware of the potential SEO has at generating new clients and cases. However, with most lawyer SEO strategies becoming run-of-the-mill approaches that produce marginal returns, it's important to adapt to other more comprehensive strategies and programs, namely, WPO or web presence optimization.

What most law firms really need to focus on is a more holistic approach to Internet marketing the combines different, non-SEO specific ways of approaching marketing through the web. And this is exactly what web presence optimization sets out achieve.

Embracing Web Presence Optimization (WPO)

Web presence optimization is part art and part science. Law firms want to find the best method to promote their product or services. Business want their company to be discussed, talked about and sought when looking for whatever it is they promote.

As with most things, there is no one magic pill to solve this dilemma. WPO requires a combination of strategies, usually including SEO but not always or not always relying exclusively on SEO, to get their brand talked about and consumers to buy it.

Establishing a Credible Web Presence Via Content Marketing

Content marketing is one strategy that should be part of any web presence optimization plan. Over 85% of major brands, according to most estimates, use content marketing. Content marketing is education. A law firm should educate target clients, not only about their primary legal services, but also about various areas of law to keep them informed.

Content topics like tips, hints, and "how-tos" are all part of content marketing schemes. The company can use blogs, YouTube, white papers, or postings on websites to engage in content marketing. This is the backbone of web presence optimization via content marketing.

Content marketing is even more important for small business that cannot invest millions in marketing efforts. It is a perfect way for a small company to help create brand awareness and push potential clients toward their product or service.

As the essence to web presence optimization, content marketing is meant to build trust in what you do and your particular niche. You want to create a buzz and get family, and friends to share the information about the business with others. For more content marketing ideas for a web presence optimization strategy, visit WebPresenceGroup.net.

Building an Audience Through Social Media Marketing

Social media marketing or SMM is the combination of ways a company targets social media networks. The purpose is to promote your brand and get others to help you develop it through social interaction.

This means creating a presence on Facebook, Twitter, and other social media platforms. The company tries to get the public involved in surveys, contests or anything to promote interaction involving the product or service. It is targeted interaction that many believe is a particularly effective way to market on the Internet.

Staying Connected & Keeping Engaged With Your Audience

Email is probably one of the most attractive and inexpensive ways to promote your brand and market through the internet. Before the advent of SEO, email marketing was a favorite for many law firms new to web marketing.

Email has an advantage in that it is more direct and personal. If you can send an email directly to a person, it gives a more personable feel toward whatever you are attempting to sell or market. Spamming developed as the steroid version of email marketing and has given it a bad name. It is still, however, one of the most useful forms of internet marketing.

The fusion of these and other Internet marketing strategies, along with SEO, is the real meaning of effective web presence optimization. A more holistic approach, rather using only one or two of these methods, is the most efficient way to achieve brand recognition and ultimately increase sales.

In the current world of online marketing, having a website alone is not enough to ensure your law firm gets found by potential clients online. You can buy or even build your own visibility for your law firm through a variety of tactics, from social media marketing to SEO and PPC advertising. However, through web presence optimization (WPO), you will help your law firm get discovered by clients all around the web.

Common social media optimization (SEO) strategies will help your law firm website get discovered by clients on search engines like Yahoo, Bing and Google. WPO takes this concept further. Web presence optimization refers to the practice of making your entire law firm brand (not just the website) visible anywhere clients are active online, beyond just on search engines.

The All-Encompassing Approach to WPO

Your law firm can then get visible on review sites, blogs, local listings, press releases and in social sites such as YouTube, twitter and facebook. Therefore, by embracing WPO over SEO, you will be able to maximize your law firm's ranking on all touch points that internet users can use to interact with your brand.

WPO combines aspects like public relations, social networking, content development, digital advertising, SEO and marketing communication efforts in making a law firm as ubiquitous as possible. The following are the primary components of web presence optimization that will help you achieve sustainable results via WPO.

Create a powerful content marketing strategy

Content marketing refers to the practice of producing and sharing some great content on the web. The chief objective of this is to inbound lots of traffic to your law firm website, while building credibility in your brands.

Irrespective of whether your company is generating infographics, videos or articles, the content you publish is very important for a great web presence. Keep your content fresh and dynamic. Conduct an extensive campaign.

The idea behind this WPO strategy is to reach out to authoratitive and relevant websites for guest blogging. The aim of publishing your content on other sites is to help generate link popularity back to your site.

When done correctly, reaching out for guest blogging platforms will open the door to many new opportunities. In addition to generating link popularity, guest blogging can also increase your law firm’s social media presence and can open new marketing opportunities.

Engage highly in social media

When it comes to web presence optimization best practices, social media will have a great impact on the firm’s WPO strategy. Social signals like tweets, shares, google + and likes are beginning to play an important role in the ranking algorith. It is therefore important that you integrate social sharing and other major marketing strategy to fully exploit your following.

The social media component of your WPO plan will be aligned directly to its content marketing strategy. This is because most of the content you produce and publish will be shared and promoted through social media. This will serve in engaging your target audience and increasing traffic to your site.

Clients will never know about the existence of your law firm and website if you do not go the extra mile of crafting a web presence optimization strategy. Gone are the days when we used to rely on common SEO strategies in marketing our online law firms. WPO is the new strategy that everyone is talking about.

Web presence optimization is the process of making your firm more visible online. While SEO brings more exposure to your law firm on search engines, web presence optimization goes beyond SEO by making your business prominent through many different channels on the web.

In its very essence, web presence optimization is a holistic strategy intended to build your legal brand's authority in many areas, which contribute to greater traffic potential from many angles (including search engines.)

The Value in Web Presence Optimization for Law Firms

When searching the internet, people do not only use search engines but also find information using other online platforms. It is important to know that YouTube and Facebook are the second and third largest tools for finding information online after Google.

In addition, research has shown that at least 80% of buyers, even those that make offline purchases, use the web to find more information about a product or service. Web presence optimization will make your business easily found in all online platforms.

Optimizing your firm's web presence involves optimizing several elements, some of which include social media marketing, content marketing and pay per click advertisement (PPC). While there are a number articles on strategy for web presence optimization, below we discuss these channels in greater detail.

Social Media Marketing

Social media has become very important in getting online presence for your business. With millions of people accessing social media sites every day, it is important to that your business effectively utilizes social media to build brand awareness and visibility for your business.

Perhaps one of the most important components to web presence optimization, social media also offers a platform for you and your business to interact with potential customers, get opinions and reviews about your product and build an online community of loyal customers.

Search engines also use social media to discover new content. Content that generates lots of social media interest is usually indexed faster by search engines as they view it as being valuable content.

Additionally, search engines are now using social media signals (number of likes, shares, re-tweets, reach and social media interest) as backlinks thereby affecting the ranking on SERP. It is important that your social media content has a great reach and generates interest.

Lastly, having social media platforms like Google+ is advantageous for your business as Google favors this social associated in its search results.

Content Marketing

Content marketing is a very important element in web presence optimization as it aims to build you and your website as an authority online. Being an online authority in your field means that more people will rely on you for helpful and valuable information and will greatly is influenced by your opinion.

The best way to undertake content marketing is by creating high quality content which is useful to readers who will then link to it. Effective content marketing will make turn your business into a brand and increase its traffic which can be easily converted.

PPC Advertising

PPC advertising will help build your online presence as it will make your business visible in numerous relevant online platforms. PPC ads are essential as it will help you know what people are searching and what keywords users click.

This is essential as it will help you know what keywords to use in your online business to get maximum exposure online. For new online businesses exploring web presence optimization, PPC is the best way to get online visibility and generate traffic as you will only pay for traffic received.

For more information about web presence optimization, we advise you to visit WebPresenceGroup.net, a leading resource provider in the industry.

Today, SEO is the key element of an online marketing campaign, and the most powerful and important Internet marketing tool for local law firms. For this reason, local SEO needs to be a key focus of a local business's marketing plan.

As the number of local searches performed on personal as well as mobile devices continues to increase, it is your website or business that can benefit from showing up in the first search engine results of Google and other major search engines. This benefits are obvious - better rankings help to increase your firm's online visibility, reach your target audience, i.e. potential target customers, and maximize your profit.

Placing Importance on Keyword Research & Selection

One of the most vital elements of SEO is keyword research and selection. This because if your website does not rank up higher in the search listings for your chosen keywords, you will be missing out on the traffic that could be converted into leads. It will be of no use to you if your site appears on the top search results pages of Google for general keywords that are not associated with your law firm's core practice areas and legal competencies.

Keyword selection is the crucial element of an SEO campaign. Well-researched and carefully chosen keywords that reflect your core competencies will produce results you want and deserve. Your selected keywords must have adequate search volume, or popularity, but your site must rank highly for those keywords if you want to get more target traffic that will turn into revenue.

Consider Targeting Legal-Specific Long-Tails

The key is to selecting more specific keywords rather than choosing general keywords that are highly competitive (i.e. "lawyer San Diego"). This is where long-tail keywords come in to bring your target users the most accurate and relevant results pertaining to their search intent, and your law firm.

For example, if you target general keywords like "attorneys in San Francisco" to appear on the top search listings of Google, you may be facing a tough competition since there are many more lawyers like you in San Francisco who already optimized their websites for the keywords and ranking highly for their chosen keywords.

It will be tough for you to outrank them if they have already invested in proper SEO techniques and strategies. What you could do instead is to look for and research long-tail keywords that may be less competitive, but are more specific to the core competencies of your legal practice, and solutions your target users are seeking.

Targeting long-tail keywords like "medical malpractice lawyer San Francisco" or "family law firm Bay Area" would be more specific and appropriate to rank for highly in the search results pages.

Selecting the correct keywords is one of the most important parts of the local SEO process. There are a few resources on the Internet where individuals can do research for identifying the correct search terms or keywords that will result in providing the highest quality of target traffic to their websites.

Keyword Research Tools & Resources

Keyword research is perhaps the most important part of local SEO for law firms. You cannot begin an SEO campaign unless you know which search terms you are targeting and who you are competing against.

By researching the right keywords for your local business, you can not only learn which phrases to target to increase your online visibility, but also learn about your potential customers as a whole. Designing a local SEO web marketing strategy needs to be a key focus of your local business's marketing plan.

For any SEO campaign to succeed, it is important to have highly qualified and experienced professionals who are not only able to see through the campaign, but also have the ability to adapt the campaign to fit the ever dynamic and fluid online market space.

For a law firm or independent legal practices that's keen on running a successful SEO campaign, here are three experts to help support your law firms SEO strategy and ensure its success. These might seem like unconventional SEO experts, but are roles that are defining the all-encompassing approach to building an authoritative online brand and rank-worthy website.

Technical SEO Experts

The role of a technical SEO expert is one of the most important roles any organization has to fill if the business wants to get the highest return on investment on their SEO campaign. A technical expert is usually charged with the responsibility of developing and implementing the appropriate SEO strategy across onsite technology, content strategy as well as link acquisition.

He or she is usually charged with the responsibility of undertaking market and competitor research and analysis, carry out technical SEO site audit of the website or social media channels and utilize both on and off page optimization strategies to ensure that these campaigns are not only implemented but are tracked and reported correctly according to laid out criteria and deadlines.

A good technical SEO expert is usually well versed in using some of the leading SEO tools such as Search Metrics, Majestic, Moz, Webmaster Tools, Google Analytic etc. they not only ensure that the original coding of the site is up to standard and SEO friendly but are also at hand to perform any required technical changes on the site so as to ensure that the site is search engine friendly and ready. For a law firm, a technical SEO expert will handle all the complexities involved in any search engine campaign.

Social Media Managers

The social media manager is bound to be a highly motivated individual with passion and experience in designing and implementing the organizations content strategy, creating and delivering relevant content, blogging as well as ensuring community participation as well as leadership. In short, this role helps to view the SEO strategy as more of an all-encompassing web presence optimization strategy that brings together multiple platforms and market touch points.

He or she is supposed to be an advocate for the company in social media spaces, engaging in relevant dialogue sessions with clients. because what you post on your social channels is the main foundation for your social media marketing campaign, the social media manager does perform a brand discovery which mainly outlines what it is about the business that makes it unique, this usually includes the firms core values and beliefs and the reasons people want to engage the law firm in business.

A good social media manager is therefore the link between your clients on the social media market space and the business. This linkage does gain a lot of importance when you take into consideration the number of people who use social media on a daily basis and are therefore at ease conducting business on the same space.

Content Strategists

Content strategists are important for the law firm because they help the firm achieve business goals by fully maximizing the commercial impact of the content. For a content strategist, content refers to a wide variety of information such as web or digital information, blog posts, social media conversations, RSS feeds, email newsletters, web pages etc. this content usually overlaps into both online and offline forums and does require the content strategist to play a leading role in both of these facets.

A content strategist will for all intent and purposes concern himself with the entire lifecycle of content; from analyzing, planning, writing, editing, distributing, managing and eventually monitoring content in all its forms. It is therefore important to take note that there is basically no need of developing or creating a multi-channel, multimedia content strategy if your law firm does not have a qualified content strategist.

A good content strategist will therefore develop the requisite tools as well as tactics that allow your business to get the most from its content. For best results, it is advisable to get a content strategist who is well versed in legal issues.